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Sash Fernando

Founder & Creative Director

Sash founded Principle Design in 2008 and has been at the helm, as Creative Director, ever since. He takes pride in the studio’s purpose to design with principle. More recently, he also co-founded Principle of Hospitality, helping to connect the hospitality industry through storytelling. Sash believes that great design cannot happen without passion, knowledge, and persistence — three qualities he possesses in abundance. He continues to be inspired by his formative design experience working under Milton Glaser and Michael Beiruit of Pentagram Design. They instilled within him a deep-seated value for designing with purpose. Sash mixes creativity with design thinking to instil brand confidence for small, medium, and large companies, understanding the different needs for each. Sash is strategy focused and knows how to ask the right questions to grow your business and move your brand forward.

Connect with Sash on LinkedIn

Emma Porter

Design Director

As Design Director, Emma is a strong leader who knows how to get the best out of her team. Her design career began in the late 1990s, cutting her teeth creating websites at the beginning of the dot-com boom, working with clients to bring their brands into the digital realm for the first time. Hailing from an international design background, Emma is equipped with a wealth of knowledge and experience, and her multi-disciplinary design versatility pays testament to this. Her strategic insight is unparalleled and her creativity knows no bounds, in both branding and digital. When the time comes to evolve your business, you want Emma in your corner.

Connect with Emma on LinkedIn

Norman Barnett

Design Strategist

Norman’s creativity extends beyond design, also covering research, strategy, and intent. His multi-disciplinary background, working with both small and large brands, has given him the breadth of experience to design with the right audience in mind. Although his skills span across mediums, his work in the digital sphere — in both strategy and design — is where he shines brightest. Norman knows how to identify and evolve a brand story worth telling and will always offer inspired solutions.

Rob Cameron

Design Strategist

Rob is an experienced designer who tackles brand design with a high level of sophistication while never losing touch with that all-important human element. As a master of storytelling, he understands and can articulate what message to evoke in brands to motivate their audience. Rob’s strong background in brand development, art direction, and packaging, allows him to deliver considered and thoughtful design across all mediums. With a firm grasp of the latest trends, Rob will help you create a fresh and relevant brand that will also stand the test of time.

Kara Silva

Design Strategist

Kara is a designer and illustrator who always hits the ground running whether she is working on branding, collateral, or digital design. With a Masters in Communication Design, Kara knows how to elevate brands through thoughtful design and artful refinement. She tackles every brief with fierce creativity and will help you to communicate the best story for your brand, across all mediums.

Thao Mai

Studio Manager

As Studio Manager, Thao acts as an anchor for the team — she ensures that, while our ideas may be high flying, we always remain grounded. She knows the studio like the back of her hand and is across every project, task, and milestone. Thao is the go-to person for schedules, timelines, budgets, and ensures all deadlines are met (and to the highest standards). Having mastered the delicate balancing act of tending to the needs of both staff and clients, Thao makes the lives of everyone who interacts with her a little bit easier, and a little bit brighter.

Tish Wiseman

Marketing Executive

Tish works in marketing and sales. Her expertise comes from a deep understanding of target markets, with a focus on marketing strategy and insights. Tish is fine-tuned to her clients’ needs, helping them find answers, including to the questions they didn’t think to ask! Her humanistic approach to relationship building and thoughtful client management has resulted in many strong partnerships at PD, helping to deliver more creative and impactful brands.

Shoshanah Wall

Marketing Coordinator

Shosh writes copy, both internally and for clients, and executes PD’s social strategy. With a sweet tooth for storytelling, Shosh understands the importance of tone and intent in writing. This insight allows her to take your message and translate it successfully across any given platform, connecting with the right audience. Whatever the medium, Shosh has mastered the message.

2021

Melbourne Design Awards

Gold Winner Retail Identity & Branding
Long Paddock Cheese

2021

Melbourne Design Awards

Silver Winner Property Identity & Branding
Del Castillo Interior Design

2021

Melbourne Design Awards

Silver Winner Property Identity & Branding
Sketch Building

2021

Melbourne Design Awards

Silver Winner Corporate Identity & Branding
Alexander Spencer

2019

Melbourne Design Awards

Silver Winner Retail Identity & Branding
Ecosa The Perfect Mattress

2019

Melbourne Design Awards

Silver Winner Digital EdTech
Autism Teaching Institute & Western Autistic School

2018

Melbourne Design Awards

Silver Winner Retail Identity & Branding
Alex Earl

2018

Melbourne Design Awards

Gold Winner Graphic Design Retail Identity & Branding
Emperor Champagne

2017

Melbourne Design Awards

Gold Winner Digital Government Services Design
Architects Registration Board of Victoria

2017

Melbourne Design Awards

Gold Winner Digital Community Design
Youth Projects

2017

Melbourne Design Awards

Gold Winner Digital Design
Arts Education Victoria

2017

Melbourne Design Awards

Silver Winner Publication Design
Newry Street Richmond